21. May 2013
Do you remember the raw, guttural sound of the GTi?
As you know, we don’t like curbing innovation, nor creativity at CMW, however it’s usually our digital work that takes the spotlight! Not so on this occasion as we proudly present our latest piece of DM for our Peugeot client to support the launch of the 208 GTi; a pack that is conventional in delivery but we hope, inspired in its design.
We wanted to create a pack that would evoke memories of Peugeot’s previous iconic hot hatch – the 205 GTi – and reignite the passion of racers-at-heart everywhere. And what is the one thing that everyone remembers about the GTi? The raw, guttural sound of its 1.6 litre 200 bhp engine of course.
So, to bring this to life we brought the roar of the engine to the recipient’s home by adding a recording of the engine to a soundchip and had these inserted into the launch brochure. When the pack is opened the roar of the engine plays automatically, bringing back all the thrill of the original.
All credit goes to the hard work of our client and the Peugeot
team here which includes Mark, Beckie, Sarah, Andrew, John B, Krystina and Tom.
3. May 2013
After a pitch against three other agencies, we’re really thrilled that we’ve been chosen as the global agency for leading diamond jewellery brand Tolkowsky. This is a real honour for us as the Tolkowsky brand is a name that's synonymous with the best diamonds in the world. And, who doesn’t love the luxurious world of diamonds?
We're going to be helping the Tolkowsky team build their brand awareness and tell their unique brand story to a new audience in advertising on and offline, their website and lots of in-store activity around the world. We're especially excited to be helping support the brand with key retail partners including Sterling, owners of 1500 US stores including Kay and Jared.
Our client, the uber-inspiring Jean Paul Tolkowsky, part of the famous family which created the Tolkowsky brand told the press: “CMW separated itself from the competition thanks to its understanding of the heritage, integrity and sophistication of the brand. In the pitch process they showed that they are a partner with thinking that will help drive our ambitious growth plans, in the global marketplace.”
And for those of you interested in a bit of history, the Tolkowsky name has been inextricably linked to the history of diamonds for seven generations. In 1919 Marcel Tolkowsky, then a brilliant young mathematician, invented a key set of parameters that came to be known as the round brilliant ‘ideal cut’ diamond; a method of cutting a diamond that allows the maximum fire brilliance and scintillation to be revealed. This diamond cut remains the industry benchmark around the world today.
Thank you Jean Paul, Jenny, and of course the late James Maxwell, for trusting us with such a precious brand.
18. February 2013
We are very proud to be the creative partner for the new and exciting initiative, Pimp My Cause. If what follows resonates with you then we would love you to help us spread the word and for some of you, make a commitment.
Pimp My Cause is the brainchild of social entrepreneur Paul Skinner and operates as an online match-making service between not-for-profit organisations that require marketing support, and marketers who are keen to make a meaningful social impact. This could be anything from a charity shop looking for a graphic designer to create an in-store poster, to a larger organisation seeking to build its annual digital plan.
As their creative partner, we are helping to raise the profile of Pimp My Cause and have developed ‘The Year of Great Marketing Karma’. The campaign kicks off with the launch of the inaugural Karma Audit which scans your career history to reveal one of 8 animals you’ll return as in the next life. You could be a fly with questionable work karma, or be an Eagle who sits on a higher plane above everyone else.
Pimp My Cause is looking for marketing professionals who are happy to give up a few hours to help a good cause. There’s no immediate commitment to sign up so please help spread some good karma and join this great initiative.
8. February 2013
On Thursday 7th February, CMW hosted the great and the good from the marketing world, who gathered to learn about Responsive Storytelling at our first ‘Working Breakfast’ of 2013. Armed with a cup of coffee and a suitably loaded pastry, more than 70 attendees gathered to hear what Antony Mayfield, ex-journalist and acclaimed author, had to say about the modern phenomenon that is data.
Given his background in telling stories, Antony was the perfect person to emphasise the power of a good yarn, and the way that he managed to intertwine this with the power of data left the audience captivated and sparked much debate in the Q&A after.
Backed with the analytical insight of Brilliant Noise Zoologist, Beth Granter, he identified three principles that remain crucial to our understanding and application of data – people, systems and culture.
“Data provides a responsive method to story-telling,” Antony said, emphasising the importance of applying a good narrative to the use of numbers. “The most successful stories are constructed in companies that integrate their data and creative personnel.”
He went on to explain that the consumer should lie at the heart of marketing and how data is applied rather than focussing on the company’s overriding corporate objectives. The US election and the way Barack Obama used data for campaign planning was held up as a sign of the power that lies behind joined up data, while Porsche and Getty’s content aggregation demonstrate great storytelling.
Whether big, small, social, or just plain statistical – data has an integral role to play in defining and reaching different tiers of consumers. From here brands can start small, test their communications strategy and tweak it accordingly.
Ultimately, only by harnessing this data can brands really build insights that matter, and create something special for the consumer, something that feels truly personal to them.
Antony’s slides can be viewed here:
16. November 2012
It’s Children in Need day! And we’re delighted that our client Peugeot UK is supporting the charity this year. But not only that, they’re showing their commitment by allowing us to give their famous lion the day off – and letting Pudsey Bear do his own impression of the Peugeot logo.
Pudsey’s appearing today in Peugeot’s social media and also in Pudsey-branded full page ads featuring in The Sun, Metro and The Times.
The aim is to drive interest in the charity and raise money through ‘Pudsey's Dream Wheels’ an online game where people can first design their dream car using a simple tool, and then, if they choose, make a small donation and enter their design into a competition to win a Peugeot 208.
Our client Morgan Lecoupeur, UK marketing director, Peugeot, said: “Peugeot are extremely proud to partner with a charity as iconic and important as BBC Children In Need. In this, our first year of partnership, we wanted to drive home the message that everyone at Peugeot is supporting the charity and the excellent work they do for disadvantaged children.”
Our chief executive, Liz Wilson said: “Pudsey’s takeover of the Lion logo shows just how important the partnership is to both Peugeot and BBC Children in Need. We’re delighted that Peugeot have taken the brave step of putting the advertising spotlight on Pudsey and the wonderful cause he represents– it’s a tribute to the human side of this family-run company.” CMW have been working with Peugeot for seven years, managing prospect and customer relationships in the UK.
If you fancy your chances of winning a Peugeot and donating to this hugely important cause you can log on here – pudseysdreamwheels.co.uk
15. November 2012
Its 7 degrees and half past one in the morning. No matter how many trips to Primark or ski wear brought down from the loft, nothing could quite prepare us for a night sleeping rough on the streets of London. However when looking at the stats, 80,000 young people sleep rough every year. Surely we could brave the elements and sleep one night for their every night? That’s why the CMW team felt the need to get involved in Sleep Out 2012.
This event is run by the charity Centrepoint which aims to help young people between the ages of 16-25 build foundations, prepare for the future and realise their potential. The money that they raise goes towards many worthy causes ranging from night shelters for emergencies, to hostels for short stays as well as supported flats and foyers with learning facilities on site.
Along with raiding the house for hats and scarves, we at CMW spent the weeks running up to the big night finding ways to reach our target (and milk our friends, family and colleagues for all the pennies they had). Fundraising techniques ranged from Raffles and lucky dips to games, sleeping bag races and even a CMW Bake-off (there were definitely a few scores to settle).
Yes, we all woke up freezing, yes there were a few bruises, and yes colds are on their way. But YES, we will sign up and do it all over again next year. Perhaps you could even do it too.
We are pleased to announce that we have raised over £1,000 and hope this continues to increase before the end of the week. And if any of you are reading this and would like to make a contribution you do so here: http://www.justgiving.com/CMWlondon
10. January 2012
This morning we had our first working breakfast.
Mark Earls did what he does best – he made us think!
Here’s our 60 second whistle-stop tour of the wise and wonderful things he had to say.
His theme was that people follow patterns of behaviour. We can improve communication effectiveness by better understanding these patterns. It's for this reason that Mark's latest book is called "I'll Have What She's Having".
Mark started with a story – a story of Empire, adventure, map making and the Kong Mountains. (A quick visit to http://en.wikipedia.org/wiki/Mountains_of_Kong explains all.)
It turns out that for nearly a 100 years we believed the Kong Mountains to be in West Africa. They were the source of the great Niger River. Maps pinpointed where they could be found. The truth is they've never existed! They're a myth!
How did this come to pass? Mark explained that social context and shared belief are the most significant elements in our decision making.
We are inherently social beings and so our decision making is necessarily shaped by the influence of others.
From the moment we are born we are homo mimicus – mimicking man. We are copying machines aping the behaviour of our parents from day one. We then progress and ape the behaviour of our peers, of our social milieu and of wider society. We do it through-out our lives. This is why ideas spread; it's why markets have long-tails. We are copying machines. Drinks for example are a social choice.
As much as we all want to believe we're rational and independent of thought, the truth is we our part of a herd and make social decisions.
The trick is to understand the pattern that people's decision making is conforming to. To see the dynamic behind the mimic. Only by doing this can we seek to influence behaviour.
That's it other than to say thanks Mark for a stimulating and insightful talk. Great way to start the working day.
Mark's latest book, "I'll Have What She's Having", the inspiration for much of this morning, can be bought by clicking here. Well worth a read.
4. January 2012
CMW's celebrated Bacon Club is back and better than ever for 2012, now better known as Working Breakfast.
Kicking things off on Tuesday January 10th at One Alfred Place, we are particularly excited to announce that our speaker is Mark Earls, one of the UK's most popular writers and speakers on brands, marketing and changing mass behaviour. He is the author of 'HERD' and the recently published 'I'll Have What She's Having'. He's been described as Malcolm Gladwell on speed, and always has an entertaining story and a great insight into how marketers really influence audience behaviour.This is a chance to genuinely find out what makes consumers tick, and an opportunity to mingle and enjoy some breakfast.
We still have a few places available, so if you are interested in coming along, please email email@example.com for more information. And for those of you who are already on the guest list.....see you there!
8. November 2011
40 years ago today Led Zeppelin released their fourth album. It doesn't have an official tiltle. Still 37m copies and counting have been sold. Just wished I'd aged as well...
Anyway here's Going To California being played live at Earl's Court
26. October 2011
While the Saatchi's mob sup their pints of real ale at the Pregnant Man and the creative wunderkinds at Mother pick at their Salad Nicoises at Shoreditch House, we at CMW are keeping things a little more real. So from 2nd November we are pleased to announce that a Greggs the bakers is opening next door to us on Tottenham Court Road. That's right, that fine purveyor of the saussage roll (large and small), the cheese and onion pasty, and the all-time classic the steak bake - all at exceptionally affordable prices - will be available to colleagues and clients alike. Enjoy.
Image found at Hokd